THINK ABOUT IT: If the switching the letters of one word creates a NEW word that eerily connects to the original word … that has to mean something.

This scientific property of creativity is called “unconscious integration,” and it proves that there is more inherent geometry in our language and ideas than we realize. So, next time you’re doing a word exploration to gain an understanding of an abstract concept, I add anagramming to your Wordsmithing process. Here’s a powerful experiment you can conduct...

2. Type in your favorite word, the subject of your new book or an idea your company is playing with.

3. When the list compiles, extract the words that catch your eye. Start a blank document and make your OWN list.

4. Finally, let your creativity run wild with associations, connections and integrations that challenge your current thoughts. This test never fails to reveal new, unexpected sides to a concept you once thought was so simple.

I recently ran this experiment with the word attraction. Here’s what I came up with:

1. You can’t spell A-T-T-R-A-C-T-I-O-N without the word … Action.

TRANSLATION: That means more doing and less talking. How many times did you blog last week?

2. You can’t spell A-T-T-R-A-C-T-I-O-N without … Actor.

TRANSLATION: You’re method acting and the character is YOU. What do people get when they get you?

3. You can’t spell A-T-T-R-A-C-T-I-O-N without … Attic.

TRANSLATION: Clear the cobwebs off your old marketing. Stop wasting your money on phone book ads. Nobody even uses those stupid things anymore. How often are you reinventing yourself?

4. You can’t spell A-T-T-R-A-C-T-I-O-N without … Cantor.

TRANSLATION: Stop yelling and interrupting. Start SINGING gorgeously like a cantor at Yom Kippour services. (Not literally, of course. But you get the point) People might listen. Is your marketing making music or noise?

5. You can’t spell A-T-T-R-A-C-T-I-O-N without … Car.

TRANSLATION: Successful businesspeople don’t advertise their businesses on the windows of their cars. How are you marring your own credibility?

6. You can’t spell A-T-T-R-A-C-T-I-O-N without … Icon.

TRANSLATION: Your logo needs to symbolize something bigger than you. Something powerful and emotional that connects to people’s worldview. Do you REALLY think naming your company after your own initials is remarkable?

7. You can’t spell A-T-T-R-A-C-T-I-O-N without … Orca.

TRANSLATION: Be a whale in your industry. Be the man. That Guy. The Go To Gal. The person everybody who does what you do, knows. Are you The Observer or The Observed?